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Building SMEs Into Thought Leaders

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Webinars are a great tactic for generating leads, branding, and positioning your company as an industry expert.

With the right strategy in place, webinars can generate high-quality leads and drastically increase revenue.

In fact, 67% of buyers attend webinars when researching B2B purchases; moreover, webinars rank in the top three content formats, and they are among the most popular type of content for engaging prospects, according to the 2015 Content Preferences Survey (email required).

Why Do Webinars Fail?

Webinars can fail for various reasons, such as poor segmentation of your database, irrelevant topics, promotion to the wrong audience, and the lack of a follow-up strategy, among others:

Seven Ways You Can Increase Your Webinar Registrants Right Now

1. Identify your buyer personas

To come up with relevant webinar topics, you need to understand your buyer persona profiles. Talk to your sales, finance, and customer success teams and then analyze your data to validate what they have to say about your buyers.

Your sales and customer success teams speak with customers and prospects on a daily basis, so they know buyers' pain points and challenges. It's your job to take those pain points and challenges and turn them into lead generation opportunities.

2. Hold different types of webinars

Change webinar topics around and focus on different types of webinars, depending on the segment you're targeting. For example, thought leadership webinars will help position your organization as an industry leader and generate more interest in your product, eventually leading to higher conversions and more revenue.

You can also position your webinars to show the different ways your product can be used to solve challenges. Your clients might think of your company as a provider of only one product or service, when in fact you can help with much more than that.

3. Promote your webinar

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Seven Ways to Increase Your Webinar Registrations

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ABOUT THE AUTHOR

image of Lauren Barber

Lauren Barber is the lead generation manager at ZoomInfo, a leading B2B intelligence provider. She's in charge of fueling the funnel with targeted contacts and nurturing them throughout the funnel.

LinkedIn: Lauren Barber

Twitter: @LaurenBarber7